Light, Nicholas; Fernbach, Philip M. Keep It Simple? Consumer Perceptions of Brand Simplicity and Risk. Journal of Marketing Research (JMR). Dec2024, Vol. 61 Issue 6, p1152-1170. Evoking simplicity in ...
“Consumers across all five regions predominantly perceive the greatest benefits from innovations in ‘Digital Communication,’ followed by ‘Food and Nutrition,’ ‘Household Appliances,’ and ‘Computer ...
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